Tracking Native performance data in third party tracking software

RTX Platform’s Native Exchange is currently in Beta. We’ll notify all advertisers when the product is publicly released!

You can find performance data for your Native campaigns anytime in RTX Platform reporting, however, if you're using a third party tracking platform such as Voluum or Cake, you can pass performance data from RTX Platform to your tracker.

What are tracking macros?

If you use a third party platform to track campaign performance, you can append macros to your creative URL that enable cross-platform campaign tracking. When a user lands on your creative URL, your macros dynamically populate the appropriate data and pass it to your tracking platform.

TIP: You can use content macros to generate dynamic content on your creatives. Learn more.

The following macros are available for third party tracking for Native:

{CAMPAIGN_ID} - The ID of the campaign that received the click

{CAMPAIGN_NAME} - The name of the campaign that received the click

{ADGROUP_ID} - The ID of the ad group that received the click

{ADGROUP_NAME} - The name of the ad group that received the click

{CREATIVE_ID} - The ID of the creative that received the click

{CREATIVE_NAME} - The the name of the creative that received the click

{OS} - The operating system the click came from (Mac OS, Windows, iOS, Android, or Other)

{CONNECTION} - The type of connection that the user was using when the click occurred (Cable/DSL, Cellular, Corporate, Dial-Up, or Unknown)

{CARRIER} - The mobile carrier of the user who clicked the creative, if a mobile impression (i.e., AT&T, Sprint, Verizon Fios, etc.)

{IP) - The IP address of the user who clicked the creative

{CATEGORY} - The category of the site or app that served the impression for the creative that was clicked

{CHANNEL} - The channel that served the impression for the creative that was clicked

{TARGET_TYPE} - The source that the click occurred on (Site or App)

{TARGET_VALUE} - The site or app that served the impression for the creative that was clicked

{PUBLISHER} - The publisher that served the impression for the creative that was clicked

{CLICK_ID} - The unique identifier when a server-to-server conversion pixel is being used. NOTE: To use a server-to-server pixel, you must append {click_id} to your creative URL. Your tracking system must extract the click id and then pass it back via the "b" parameter in the server-to-server call upon conversion. Learn more about installing server-to-server pixels.

NOTE: Macros are not case sensitive.

TIP: When you're appending tracking macros to your creative URLs, be sure to pass back the {CAMPAIGN_NAME} and/or {CAMPAIGN_ID} macro(s) in addition to the {ADGROUP_NAME} and/or {ADGROUP_ID} macro(s) in case you have the same or similar names for ad groups across multiple campaigns.

How should I structure my creative/tracking URL?

Tracking URLs have multiple parts. The first part of the tracking URL is the URL of your landing page, followed by a question mark (?) as the first parameter's prefix, then the first parameter, an equal sign (=), and the macro that corresponds with the preceding parameter. Here's an example of how a URL might look if you're tracking a campaign's ID:

http://tracking.adserver.com/?campaign={campaign_id}

In the example above, "campaign" is the parameter and "{campaign_id}" is the macro being passed through the parameter.

NOTE: The parameters you use to append each macro will vary depending on your tracking platform. For example, some platforms may require {country} to be passed into the "country" parameter (i.e. country={country}), while others may use "geo" as the parameter (i.e. geo={country}). Consult your tracking platform to find the correct parameters to use with our macros.

You can append multiple parameters and macros by prepending an ampersand (&) to each additional parameter. For example:

NOTE: Some tracking platforms require multiple macros to be passed into a single parameter. For example, you may append "campaigncountry={campaign_id}-{country}" or "campaigncountry={campaign_id}|{country}" to track the ID of the campaign that received the click and the country of the user who clicked the creative. Consult your tracking platform to verify the correct structure for tracking multiple macros.

When a user lands on a URL containing macros, each macro will be replaced by the appropriate data. This data is called a value. For example, if a campaign with the ID 1234 matches on the site example.com, and a user in the United States clicks on your creative, your tracking URL would change from this: